Title	BEAT THE STREET
Brand	SAMSUNG ELECTRONICS BENELUX
Product/Service	GEAR VR
Category	A04. VR Experience
Entrant	CHEIL BENELUX Amsterdam, THE NETHERLANDS
Idea Creation	CHEIL BENELUX Amsterdam, THE NETHERLANDS
PR	HVDM Voorburg, THE NETHERLANDS
Production	WEMAKEVR Amsterdam, THE NETHERLANDS
Production 2	FAT FRED Amsterdam, THE NETHERLANDS

Name	Company	Position
Taco Zuidema	Cheil Benelux B.V.	Art Director
Huib Maaskant	Cheil Benelux B.V.	Copywriter
Geert-Jan Bijlstra	Cheil Benelux B.V.	Art-Director
Ton van Jole	Cheil Benelux B.V.	Associate Creative Director
Annemiek den Uil	Cheil Benelux B.V.	Associate Creative Director
Hans van Gils	Cheil Benelux B.V.	Strategy
Mariska Kloezen	Cheil Benelux B.V.	Business Director
Judith Langeslag	Cheil Benelux B.V.	Account Director
Sanne Kleindijk-Zaalberg	Cheil Benelux B.V.	Digital Producer
Leon van Oord	WeMakeVR	Director
Avinash Changa	WeMakeVR	Director
Susanne Huisman	WeMakeVR	Producer
Alice Roncier	WeMakeVR	Camera
Ricardo Viana	WeMakeVR	Special Effects

The Campaign

Beat The Street. In a virtual reality game we teach young children how to navigate in traffic. In the game they are confronted with a range of dangerous traffic situations that are very true to life. They have to make choices and take action – for example, look carefully, cross the street or wait until it is safe to do so. The motion sensors in the Gear VR give the children live feedback so that they are confronted, in a playful way, with the consequences of their actions. We developed the game (downloadable as an app) in collaboration with Samsung and Veilig Verkeer Nederland (the Dutch Traffic Safety Association).

Creative Execution

After carrying out research with the Dutch Traffic Safety Association, we selected the most dangerous traffic situations for cycling children. For a real-life VR experience, we filmed the situations in 360°, featuring three school friends. When you play the game, you become one of the friends and have to interact with traffic situations as well as your friends who are cycling next to you. Collisions appear cartoonish, but the message is deadly serious.

The game was launched just before the deadline of the Eurobest entry. The first results are very promising. To raise awareness and generate as much PR value as possible for the project, we developed a campaign movie for the press, a press release and press launch with children. PR coverage within two days after the launch: • 79 news items • 56,689,457 OTS • € 594,375 PR value • 4,483,851 impressions Business results: Proud to Own score smartphone category: Before launch (4 week average) =19% After launch (wk 39) =30% Increase > 50% Source: DVJ Insights weekly Brand Tracker

To create a sense of urgency, we did research to what worries most to parents when their children go to the highschool. Cycling by themselves was one of the most mentioned worries. We developed a Virtual Reality game, Beat The Street, in which children in the first class of highschool (most vulnarable group) are placed in real-life traffic situations. They are challenged to make the right decisions in a fun way. We collaborated with the Dutch traffic authority Veilig Verkeer Nederland.

Most road accidents involving children are due to their lack of experience with road traffic. It is one of the biggest worries shared by parents: their first-grader cycling to school along a new, unfamiliar route, all by themselves, or worse: with distracting friends. We wanted to use our knowledge and mobile technology to play a relevant and meaningful role in people’s lives. Samsung wants to both demonstrate and take social responsibility by confronting and solving social problems and making a difference that fuels real changes – small or large – for the better.